Challenge
SaskTel contracts Insightrix to track its advertising campaigns to determine each advertisement’s performance among its target audience. While advertising tracking measures the performance of an advertisement as a whole, SaskTel also wanted to understand what specific aspects of each advertisement resonate with its audience and if the advertisement successfully triggers the targeted emotions.
Approach
Insightrix built an emotional measurement tool for this study. In the tool, a television advertisement is played and as they watch the advertisement, participants are able to choose from seven emotions: informative, confusing, entertaining, engaging, funny, interesting, and boring. Respondents can click on each emotion as many times as they wish while the advertisement plays.
Before beginning the survey, respondents were given clear instructions on how to use the tool, and they watched a demo video showing how the tool works and how to participate. For this specific project, each respondent viewed four advertisements. Respondents were also asked demographic questions to enable further analysis of the ads. A total of 400 Saskatchewan residents participated in the study.
Outcome
The tool generated a report that shows every click respondents made. The clicks are time stamped, showing at which points respondents experienced specific emotions. The study had the following key findings:
- In addition to affirming the results from the advertising tracking study, the research also showed viewers’ responses to specific aspects of the advertisements including comedic and informative elements.
- SaskTel and its advertising partners recently made changes to how the key message was delivered in SaskTel’s advertisements. Insightrix’s emotional measurement tool successfully measured consumers’ responses to these changes.
- Cross-tabulations by age and gender showed notable differences in emotional responses to the advertisements.
- Moreover, the research provided additional data regarding the new characters introduced as part of SaskTel’s creative platform.